Amazon.com Inc. (AMZN  ) reported setting new sales records during its July 2024 Prime Day event, though the company did not share many details on sales figures or growth.

Here's a look at the data on the trending categories and brands behind Amazon's record-breaking Prime Day 2024 event.

The Details: Amazon's web traffic jumped by 65% on day one of Prime Day, according to data from SimilarWeb, indicating a high level of consumer interest in the sales event.

Overall, Amazon remained the number one brand by purchases, but Apple, Inc. (AAPL  ) climbed past Samsung to claim the number two position with 22% purchase growth. Apple's growth was fueled by consumer searches for "Apple watch" and "airpods," which reached the top seventh- and eighth-ranked search terms, respectively.

The Beauty & Personal Care category saw the largest purchase increase on Prime Day 2024, with sales growth of 14.8% year-over-year. COSRX was the top beauty brand by purchases, as K-Beauty trends continued to gain momentum. Koninklijke Philips NV's Philips Norelco entered the top 10 beauty and personal care brands in the number nine position.

Electronics sales fell by 5.6% compared to 2023's Prime Day event. Samsung and Sony Group Corp. (SONY  ) retained their rankings of number one and two by purchases in the category as consumers showed interest in gaming. "Gaming laptop," "gaming pc" and "gaming monitor" search terms all ranked in the top 10 electronic keywords from Prime Day 2024.

In the Grocery & Gourmet Food brands category, coffee brands and energy drinks featured heavily in the top 10 Grocery brands. CELSIUS energy drinks by Celsius Holdings, Inc. (CELH  ) climbed one spot to the number one position for purchases on Prime Day 2024.

New items that joined the top 10 keywords for the Home and Kitchen category for 2024 were rice cookers, coffee table and espresso machine. Stanley Black & Decker Inc (SWK  ) sells its rice cooker on Amazon, while Nestle SA - ADR (NSRGY  )-owned Nespresso offers espresso machines.

What Else: Amazon's next major sales event will be Prime Big Deal Days on Oct. 8 and 9 to kick off the holiday shopping season.

Analysts are expecting growth for online retailers this holiday season as budget-conscious consumers look for a combination of value and convenience.

AMZN Price Action: According to Benzinga Pro, Amazon.com shares are down 1.46% at $188.38 at the time of publication Friday.